When researchers ask consumers if they value sustainable products and the sustainability efforts of companies, they generally say yes — by significant percentages. We’ve seen that across consumer surveys done over the past several years.
Yet, for a variety of reasons, consumers don’t always choose the sustainable product option when making purchases.
That shouldn’t dissuade sleep products manufacturers from offering more sustainable products and embracing sustainability practices. Researchers suggest a number of ways that companies can help bridge the gap between desire to purchase a more sustainable product and an actual purchase.
And many bedding industry companies’ other sustainability efforts, from waste reduction to energy efficiency to end-of-life product management, have substantial environmental and financial benefits.
Decoding Consumer Values: Understanding the Desire for Sustainable Goods
Let’s look at what consumers say about their desire for environmentally friendly product options. In a 2022 survey, the Better Sleep Council, which leads consumer research and education for the International Sleep Products Association, found that some 45% of consumers said it is very important that the mattress they purchase is recyclable at the end of its useful life, and 43% said it is very important that the mattress manufacturer uses environmentally sustainable practices or materials, according to the BSC survey.
More recently, in last year’s Global Sustainability Study, global consultancy Simon-Kucher surveyed 6,120 consumers in Australia, Germany, India, the Netherlands, the United Kingdom and the United States and found that 64% of consumers rank sustainability as a top three driver of value when assessing products.
“This indicates that sustainability is transitioning from a ‘nice to have’ to a standard evaluation/purchase criterion,” according to the report from the company, which has headquarters in Bonn, Germany.
While a majority of consumers may be interested in purchasing sustainable products, that doesn’t necessarily translate to actual purchases.
Bridging the Divide: Understanding the Sustainability Purchase Gap
Researchers often attribute the discrepancy between intent and buying behavior to obstacles to purchasing sustainable products, including higher prices for sustainable options and worries about greenwashing — whether those impediments are real or perceived.
But Eduardo B. Andrade, professor of marketing at Imperial College Business School in London, says that is because researchers assume “that people are first thinking about sustainability and then weighing it against other factors before choosing less environmentally friendly options.”
That, Andrade says, isn’t the case.
Looking at six studies among consumers in Brazil, the United Kingdom and the United States, Andrade and his team found that consumers often “overlook environmental sustainability,” giving “more focus to factors such as price, brand or appearance.” This is true even for consumers who say they prioritize environmental considerations, Andrade wrote in “Do Consumers Really Care About Sustainability?,” an article published by the college in October.
Encouraging Sustainable Purchases: Strategies for Businesses
Andrade makes recommendations for how policymakers invested in sustainability can encourage consumers to choose more environmentally friendly products, but two pieces of his advice can be implemented by bedding manufacturers and retailers, too.
Educating Your Customers: Highlighting the Value of Sustainability
Increasing awareness about the importance of sustainability and how more sustainable products can improve the environment can boost sales of such items. “Over time, it has the potential to increase the proportion of individuals with strong environmental beliefs, who we found are more likely to consider the environment when purchasing,” Andrade says. Bedding companies can use their websites, social media accounts and marketing campaigns to explain the scope and impact of their sustainability efforts.
Point-of-Sale Reminders: Driving Sustainable Decisions When It Matters Most
“Using reminders close to where purchases are made can help to evoke environmental considerations,” Andrade says. “This could include signs in shops, labels on products and careful product placement.”
Simon-Kucher has additional suggestions for promoting sustainable products to bridge the gap between consumers who say they’re interested in such items and those who actually purchase them:
Smart Targeting: Connecting with Your Ideal Sustainable Customer
“Don’t implement a one-size-fits-all approach,” Simon-Kucher recommends. Use market research to identify which consumers will prioritize sustainability — and what else they value — and then create products to meet their needs.
Transparency and Trust: Communicating Your Sustainability Effectively
Simon-Kucher’s research shows 57% of consumers think companies greenwash, or make untrue, exaggerated or misleading claims about sustainability. To combat this, “focus on certifications, ethical sourcing and environmental impact reduction,” Simon-Kucher says. “Transparency is key — communicate your sustainability efforts openly to build long-lasting trust.”
Overcoming Price Barriers: Selling the Value of Sustainable Options
Many consumers say the actual or perceived higher price of sustainable products prevents them from purchasing them. Simon-Kucher says one way to combat this is to highlight a product’s “long-term value proposition,” for instance, improved durability. For the bedding industry, this could mean focusing on the fact that people sleep on a mattress for 7-8 hours a night for many years. It’s an important investment and worth the money for shoppers to select a bed that meets all of their needs, including sustainability values.
Effectively Showcasing Your Commitment to Sustainability
“Don’t just sell products, share the sustainability story,” Simon-Kucher says. “Clearly communicate the environmental and ethical benefits of your offerings. Showcase the added value proposition and how it aligns with (consumers’) desire to make a positive impact.”
As Simon-Kucher concludes: “Consumers are ready to embrace sustainability, but businesses must meet them halfway.”
Consumers’ interest in environmentally friendly products is just one part of sustainability. For instance, increasing efficiencies within a company can reduce costs and have a positive impact on a business’ sustainability overall. We’ll be looking at more of those issues in future Sustainability departments.
